8 global travel trends South Africa can tap into right now

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The report uses real-time behavioural data and AI to track emerging travel movements. Here are eight top trends and how South African destinations and businesses can leverage them.

1. Travel that tells a story

Trend: Local heritage-inspired stays

From brutalist architecture in Mexico to pyramid-themed suites, global hotels are drawing on local history and culture in their design. Travellers are seeking more than a stay — they want immersion.

SA opportunity: Township tourism, safari lodges with indigenous aesthetics, and collaborations with local makers could meet this demand. Authentic, design-led experiences that are Insta-worthy and locally supportive resonate with today’s visitor.

2. The sleepcation is real

Trend: Wellness and sleep retreats<

Luxury brands like Mandarin Oriental and Four Seasons are launching sleep-focused offerings with diagnostics, meditation, and AI-assisted environments.

SA opportunity: South Africa’s natural assets lend themselves to restorative getaways — from forest therapy in Knysna to stargazing pods in the Karoo.

3. Eco everything

Trend: Sustainable amenities take flight

Airlines are moving toward plastic-free and biodegradable kits. Travellers are becoming more aware of their impact.

SA opportunity: Local hospitality providers could review their own amenity offerings. Sustainable packaging and visible environmental choices are becoming brand differentiators.

4. Science + wonder

Trend: Educational, science-infused travel

Space-themed resorts and marine biology experiences show that learning and leisure are converging.

SA opportunity: With unique biodiversity and stargazing locations like Sutherland, SA can offer science-focused tourism to families, schools, and curious Gen Z travellers.

5. Gen Z is (still) everywhere

Trend: Digital-first, experience-rich travel

Gen Z travellers book based on visual appeal. They want value, personalisation, and social media-ready moments.

SA opportunity: Affordable, immersive experiences optimised for TikTok or Instagram can stand out — even mid-tier offerings, with the right visual hook, can go viral.

6. Art meets experience

Trend: Instagrammable exhibits and pop-ups

Art is becoming interactive. Museums are turning exhibitions into tactile, shareable moments.

SA opportunity: Think AR-led street art tours, wine farms as art spaces, or gallery-style pop-ups in wild natural settings.

7. AI is the new travel agent

Trend: AI travel planners and chatbots

Apps like Expedia and Kayak now use AI to generate real-time itineraries and provide instant support.

SA opportunity: Local tourism boards and operators can integrate AI tools to offer customised trip planning — from safari to city — on demand.

8. Proximity escape

Trend: Hybrid camping experiences

Travellers want nature close to home — with Wi-Fi, comfort, and a bit of luxury.

SA opportunity: Glamping near city centres or along major travel routes (like the Garden Route) could serve this market — think luxe tents with city views or Wi-Fi-enabled pods in the bush.

Why it matters

With the global travel economy expected to hit $16 trillion by 2034, understanding and adapting to these trends can help South African tourism businesses stay competitive. Travellers today want more than movement — they want meaning. South Africa, with its cultural depth and landscape diversity, is well-positioned to meet that expectation.